THE T R E NDE R A FILES
Trendera THE ENTERTAINMENT & MEDIA ISSUE Volume 10, Issue 2, June 2019 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE
CONTENTS
WHAT’S CHANGING INTRO 4 IN ENTERTAINMENT 37 38 Streaming
40 TV (Cable + Network)
42 Movies SOCIETAL SHIFTS 7 44 Music 46 Gaming 8 Entertainment Therapy 48 Live Events 10 Gaming Is Good 50 Influencers 12 Audio Overload
14 Corporate Callout Culture
SOCIAL MEDIA NOW & NEXT ENTERTAINMENT 53 & MEDIA STATS 16 54 YouTube 56 Instagram 17 Methodology 58 Snapchat 18 Entertainment & Media StatsTrendera 60 Facebook 19 TV & Movies 62 Twitter 23 Online Videos 64 Twitch 25 Content Creators
26 Social Media 28 Live Events ONES TO WATCH 66 29 Entertainment Round Up
32 Brands & Marketing
33 Influence 2 TABLE OF CONTENTS
NOW TRENDING 71 KNOW THE SLANG 92 72 Lifestyle
74 Politics & Activism
76 Digital Culture 78 Marketing STATISTICS 95 80 Retail & Shopping
82 Technology
WHAT’S HOT 85
86 Kids
88 Gen Z 90 Millennials Trendera
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Every time we start talking about entertainment and media these days, it seems there are not only new programs and people, but entirely new genres and mediums to report.
In this issue, you’ll learn about macro trends on how entertainment is morphing into modern-day therapy, gaming might actually be good for you, brands (like the rest of us) are getting feistier, and audio may be the new frontier in content. And of course, we’ve also rounded up the latest in what’s happening in entertainment across platforms and provided you with a list of content that’s resonating most in eachTrendera medium. Finally, our latest survey of more than a thousand nationally representative consumers offers the latest on how people are thinking, feeling, and behaving right now.
We hope you find this issue, well, entertaining!
TRENDERA
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SOCIETAL SHIFTS
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ENTERTAINMENT Therapy
Entertainment is traditionally defined as “the action of providing or being provided with amusement or enjoyment,” but the industry today has taken on another role—therapy. As the world gets increasingly stressful, consuming entertainment is becoming a conscious coping mechanism for depression, anxiety, and dissatisfaction with life. Many shows and content creators are addressing this quite directly, speaking to and serving audiences both on screen and off as individuals strive for self- love, acceptance, and empathy. As characters assume more nuanced roles, limitations, and storylines, depictions of therapy—and even the nature of the therapist—is evolving.
TRANQUILITY 2.0:
In a world that feels overwhelming and out of control, it’s no wonder audiences are craving more tranquility TV, a term frequently assigned to shows that are low stress, drama free, and uplifting. While shows like The Great British Bake TrenderaOff and Terrace House became tranquil hits immediately, we’re now seeing audiences begin to appreciate the emotional benefits gleaned from other stress-free shows. A recent Man Repeller article argues that Fox’s Bob’s Burgers has become a coping mechanism for the Millennial generation. Currently in its ninth season, the beloved animated series has transcended from quirky cartoon to a paragon of self-love and acceptance:
“I think, in a subtle way, the show reassures me that I’m okay where I’m at, and that being a dork or even a loser doesn’t make me any less loveable. That’s not to say the characters are losers, but they’re not winners. They struggle and fail all the time.”
8 SOCIETAL SHIFTS
NETFLIX THERAPY: QUEER EYE, YOU, AND WANDERLUST
Therapists are getting a makeover. While Queer Eye’s Jonathan Van Ness may be billed as a grooming expert on the streaming platform’s hit show, many fans view him more as a therapist due to his emotional intelligence and unrelenting positivity. His upcoming memoir, Over the Top, hits shelves later this year and “will uncover the pain and passion it took to end up becoming the model of self-love and acceptance that Jonathan is today.” Meanwhile, other Netflix shows are depicting the modern therapist in a more complex, human (read: flawed) light. You depicts a pot-smoking therapist who has an affair with his patient, while Wanderlust tells the story of a female therapist who, ironically, is in desperate need of therapy herself. The takeaway? We’re all flawed but we can all help each other. Netflix has in some ways become the ultimate entertainment therapist. With an endless infusion of content and tailored curated suggestion lists, Netflix often seems to understand us and our needs better than we understand ourselves.
REDISCOVERING EMPATHY: FAME
Three of the most buzzworthy movies of 2018—A Star Is Born, Bohemian Rhapsody, and Vox Lux—took viewers on epic journeys following three stars who rise from obscurity to global fame. While it’s easy to dwell on these films’ commentary on the price of fame, a compelling Paper Magazine piece suggests they also resonated partly because they are reflective of our current societal need for radical empathy. Nicola Pardy writes, “these films are challenging us to relate to even its deepest, most flawed characters. In the face of a global leader who appears to have no empathy at all, maybe seeking it is our greatest weapon.”
TrenderaBOTTOM LINE:
Viewers are not only mining the content they love for lessons on personal growth and emotional development; they are flocking to entertainment that caters to these goals. Fortunately for content creators, these lessons can be packaged in everything from a lighthearted cartoon to a dramatic film.
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Trendera ENTERTAINMENT + media stats
16 ENTERTAINMENT & MEDIA STATS
METHODOLOGY
Trendera surveyed 1019 nationally-representative consumers in May 2019. The survey was distributed online and via mobile phone. The respondent breakdown was as follows:
8-54 YEARS OLD
162 KIDS (8-12)* children and parents of children 8-12, due to legal restrictions
347 GEN Z (13-24)
255 MILLENNIALS (25-39)
255 GEN X (40-54) TrenderaMale/female split for each generation
Note: Unless otherwise specified, statistics reflect consumers 13+
17 THE TRENDERA FILES: THE ENTERTAINMENT & MEDIA ISSUE ENTERTAINMENT + media stats
One of the most important trends currently impacting entertainment and media is the global shift toward diversity and individualization. From TV shows, movies, and social media to videos, memes, and marketing, the entertainment offerings today are more effective at meeting consumers’ needs than ever before.
THEIR OUTLOOK HAPPY 40% OPTIMISTIC ABOUT FUTURE 36% OPEN MINDED 36% STRESSED 29% HEALTHY 28% Trendera 2 IN 3 CONSUMERS say watching a TV show or movie makes them happier than spending time with family or friends!
18 ENTERTAINMENT & MEDIA STATS
ONLINE VIDEOS
Online videos encompass such a wide swath of entertainment today that is nearly impossible to define them. However, one thing is for sure: online videos are continuing to anchor themselves within consumer culture, as is a tolerance (even preference!) for longer online videos.
44% of consumers overall watch more online videos now than they did a year ago 40% of Gen Z would rather live stream their entire lives than live off the grid forever
Gen Z is much more likely to say they spend more time watching online videos than TV shows
38% 27% 24% GenTrendera Z Millennials Gen X
Interestingly, Gen X is most likely to say the shorter the video, the better
15% 22% 26%
Gen Z Millennials Gen X
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Online videos they like to watch:
53% 47% 39%
Comedy/humor Music Full length TV shows
Gen Z is significantly more likely than older generations to enjoy watching
GEN Z GEN Y GEN X
GAMING 39% 27% 12% ANIMATION / CARTOONSTrendera26% 18% 10% VLOGS 22% 14% 9% VINES 20% 13% 5% ASMR 13% 5% 4%
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CONTENT CREATORS
Even with so many forms of “influence” today, consumers are highly attuned to the nuances and expectations of content creators across various platforms.
AC TORS/ ACTRESSES ARE 55% 53% 36% MORE… Attractive Likely to be famous Fake for a long time
MUSICIANS ARE MORE… 52% 34% 34%
Talented Aspirational Someone I would want to meet
GAMERS ARE MORE… 28% 23% 20%
Sarcastic Knowledgeable Honest
YOUTUBERS 40% 39% 35% ARE MORE… Trendera Funny Relatable In the know
INSTAGRAMMERS ARE MORE… 35% 17% 17% Fake In the know Likely to make me buy a product 25 Trendera WHAT’S CHANGING in entertainment
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WHAT’S CHANGING IN entertainment
STREAMING
Streaming is no longer a second-tier form of entertainment consumption relegated to binging and re-watching but a bona-fide primary entertainment destination. Not only is streaming a place for innovation in terms of creative content, it is rewriting the script around methods of delivery as well. Trendera
3838 WHAT’S CHANGING IN ENTERTAINMENT
STREAMING
What’s New:
INTERACTIVE IS HERE TO STAY: Following the boundary-breaking success of Netflix’s Black Mirror special “Bandersnatch,” the platform has created a new interactive experience in the form of You vs. Wild, a Bear Grylls-led survival series.
BETTING ON DIVERSITY: Taking a cue from 2018 successes such as Crazy Rich Asians and Grownish, Netflix is pumping out plenty of content with diversity at the forefront. The platform’s latest hit? Rom-com Always Be My Maybe, which released May 2019 to rave reviews.
LGBTQ+ TAKES CENTER STAGE: With The L Word sequel on its way from Showtime, Queer Eye’s popularity, and Hulu’s The Bisexual, LGBTQ+ stories are being broadcasted and shared like no other time in history.
What’s Working:
WHEN THEY SEE US: Ava DuVernay recently unveiled her latest project with Netflix, When They See Us, an anthology series based on the true story of the Central Park 5, five teens of color who wereTrendera wrongfully accused of rape in 1989. PEN15: Comedians Anna Konkle and Maya Erskine took the internet by storm with their new Hulu series PEN15 chronicling the lives of two best friends—played by Konkle and Erskine themselves—as they navigate the trials and tribulations of being a girl in middle school.
FOREVER: With the world feeling tumultuous, people are looking for something bigger, prompting increased interest in shows that explore similar themes of morality and ethics through a spiritual lens like Forever and Miracle Workers.
39 Trendera SOCIAL MEDIA now & next
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SOCIAL MEDIA: NOW & NEXT
YOUTUBE
At this point, YouTube is in many ways acting as mediator between audiences and creators as both camps are frustrated with the platform. Parents—calling for stricter content regulations following disturbing incidents such as the Momo challenge—are placing the onus on YouTube to clean up its content.Trendera Meanwhile, creators are finding YouTube’s new rules and practices a hindrance to their bottom line and exploring new ways to turn a profit outside of YouTube’s monetization systems.
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YOUTUBE
What’s New:
MEMBERSHIPS: Once just for gamer channels, YouTube is pushing page memberships for creators with over 100k subscribers to give their fans even more content for just $4.99.
PARENTAL CONTROLS: Following the controversy regarding the Momo Challenge, YouTube is exploring stricter parental controls to help parents protect their kids online.
SUPER CHAT: Taking a cue from Twitch—where viewers are able to send streamers “gifts”— YouTube is currently testing a “Super Chat” feature that would allow audiences to send a free two- dollar gift to their favorite creator each month.
What’s Working:
SPORTS ON YOUTUBE TV: Cord-cutting Millennials are flocking to YouTube for an unlikely reason—sports—which, before YouTube TV, were one of the few events they aren’t able to easily stream onlineTrendera without a cable subscription. LONGFORM: Despite the notion that shorter content is better, especially on social media, YouTubers like Shane Dawson and Noclip are making massively popular longform documentaries.
MERCH: With ever-stricter policies, YouTubers who aren’t always able to rely on views as a source of revenue are subsidizing their income by pedaling merch to their subscribers.
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Trendera NOW TRENDING
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LIFESTYLE
OUTSOURCING ADULTHOOD:
Millennials are working hard in their careers, but they may be slacking when it comes to the more mundane aspects of “adulting.” Increasing feelings of anxiety and burnout has resulted in this generation experiencing errand paralysis, or in an inability to complete tasks such as folding laundry and cooking meals. As a result, they are flocking to startups such as FlyCleaners (for laundry), AmazonFresh (for groceries), and Trunk Club (for clothes) to outsource and manage their responsibilities.
THE PAGAN BOOM:
First it was astrology; now witchcraft is making a comeback. Nonreligious Gen Z and Millennial youth who are looking to connect with something bigger are directly responsible for the resurgence of pagan culture. While paganism comes in many forms with different paths and traditions, such as a connection to feminism and nature it is appealing to younger generations—especially to those in minority groups—for its woke and non-judgmental messaging that can be found on Instagram accounts such as @light_witch and @thehoodwitch.
RESTAURANT HOPPING:
What’s better than a delicious meal at an amazing restaurant? Hitting Trenderamultiple restaurants in one night. From 2017-2018, “restaurant hopping” increased by 160% (Tastewise, 2019). A new extension of bar hopping and likely due to the rise in social media, diners eat different courses and signature dishes at various restaurants in an effort to experience the very best flavors (and food photo ops) in a single evening.
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POLITICS & ACTIVISM
THE FUTURE IS FEMALE:
A growing number of brands are doing their part to foster a bright future for women. Apple is supporting female founders through its technology lab focused on app development. The two-week Entrepreneur Camp is free and pairs Apple engineers with female founders for one-on-one coding help. Starting even younger, littleBits, Disney, and UC Davis have partnered to launch Snap the Gap, a non- profit program that pairs 15,000 10-year-old girls with a STEM professional and peer community for hands-on experimenting, inventing, and learning.
CLIMATE CHANGE PANIC:
Climate change and sustainability is increasingly top-of-mind for consumers. A recent poll conducted by the Yale program on Climate Change Communication and the George Mason University Center for Climate Change Communication showcased that Americans’ awareness of global warming has reached record heights at 73%. Brands are continuing to up their efforts as well: Patagonia is only selling fleece vests to companies that embrace environmentalist causes, while Shell has chosen to no longer renew with a major US oil lobby to show support for the Paris Agreement. Going forward, consumers are expecting brands to take a stand for the environment even if it means losing out on profits.
AIRBNB BACKYARD:
Airbnb is showcasing its commitment to sustainability by building its Trenderaown eco-friendly housing. Part of a new project called “Backyard,” Airbnb has built a team of interaction designers and housing policy experts to not only source sustainable materials, but to implement new ways of manufacturing so that there is less waste in the construction process overall. Airbnb co-founder Joe Gebbia captured Millennial hearts everywhere as he explained that the Backyard project “goes beyond a business opportunity—it’s a social responsibility.”
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WHAT’S HOT gen z
2. 1.
7.
3. 5.
Trendera 4. 6.
1. Vintage IG Accounts 2. Social Media Poetry 3. Phlemins Nonbasic 4. “Cyber” Prints 5. Koka Cases 6. Revolve’s Superdown 7. Big Hair Clips
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Trendera
KNOW THE slang
92 KNOW THE SLANG
OSTRICH YEET (n.) - someone who blocks a person if they don’t (exc.) - expresses excitement respond to a message within 24 hours
BREADCRUMBING SUBMARINE DATER (v.) - laying a digital trail of flirtatious, non- (v.) - a ghoster who resurfaces by sliding back committal messages to a romantic interest into a person’s DMs weeks or months later
DIPSET CLAPPED (v.) - to leave (v.) - to lose in a video game
YEEHAW OOF (exc.) - expresses enthusiasm; popularized by (exc.) - a sound that represents the air being challenges inspired by Lil Nas X’s “Old knocked out of someone; popularized by the Town Road” and cowboy culture game Roblox
WILDIN’ GET OUT OF MY LOBBY (v.) - partaking in shocking or outrageous (phrase) - leave; popularized by Fortnite behavior
I’M BABY LIGMA (phrase) - used endearingly when a person (n.) - a fictional disease created as part of an feels helpless (like a baby) in a situation elaborate gamer death hoax
FAX TrenderaSMOL (n.) - a definite fact (adj.) - small and cute
KNOW THE ONTAS CANCELED (phrase) - an abbreviation of “where are you” in (v.) - to make someone irrelevant due to slang Spanish; the new “u up” drama
93 Trendera STATISTICS gen x, y & z
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STAT CONTENTS METHODOLOGY
STATISTICS: GEN X, Y & Z
97 Methodology 137 Statements On Online Video 98 Their General Outlook 138 Apps They Open First Thing In The Morning 99 What Makes Them Happy 139 Apps They Open To Kill A Few Minutes 100 Live Events They’re Attending 140 Apps They Open When They Are Relaxing 101 How Often They’re Attending Live Events 141 Apps They Open When They Are Going To Bed 102 How They Find Live Events 142 Apps They Open To See What Their Friends Are Doing 103 Who And What Influences Them To Buy 143 Apps They Open To See What’s Happening In The World 104 Who And What Influences Them To Watch 144 Apps They Open To Watch Something 105 Who And What Influences Their Ideas 145 Apps They Open To Read Something 106 Who They Trust 146 Apps They Open To Browse For Nothing In Particular 107 How They View Actors 147 Their Gaming Behaviors 108 How They View Musicians 148 Their Favorite Games On A Console 109 How They View Gamers 149 Their Favorite Games On A PC 110 How They View YouTubers 150 Their Favorite Games On Their Phone 111 How They View Instagrammers 151 What’s Becoming More Influential In Purchasing 112 Why They Watch Cable / Network TV 152 What’s Becoming Less Influential In Purchasing 113 Why They Watch Streamed TV 153 How They Feel About Social Media Ads 114 Why They Watch Online Video 154 Statements About Brands 115 Why They Watch Movies 155 The Role Of Brands 116 Why They Go To Live Events 156 What They Expect From Brands 117 Why They Play Video Games 157 Marketing They Respond To 118 Why They Look At Memes 158 Statements On Brands And Social Issues 119 Why They Listen To Podcasts 159 Statements On Facebook 120 Their Favorite Scripted Shows 160 Statements On Instagram 121 Their Favorite Reality Shows 161 Statements On Snapchat 122 Their Favorite Video Games 162 Statements On YouTube 123 Where Their Favorite Shows Are 163 Statements On Twitter 124 How They Find TV To Watch 164 Statements On Twitch 125 Their Paid Subscriptions 165 What Makes Them Prefer Certain Brands 126 What They Want From An Entertainment Subscription 166 What Would Make Them Share Branded Content 127 Ad Blockers Trendera167 Statements On Shopping 128 What They Prefer To Watch On A Smartphone 168 Statements On Brands And Privacy 129 What They Prefer To Watch On A Computer 169 What Makes Them More Interested In A Brand 130 What They Prefer To Watch On A TV 171 Statements On Branded Content 131 What They Prefer To Watch On A Tablet 172 Would You Rather 132 What Gets Them Interested In A TV Show / Movie 133 What Gets Them Interested In Going To A Movie 134 Why They Don’t Go To The Movie Theater More Often 135 Statements On TV 136 Their Favorite Types Of Online Videos
96 STATISTICS: GEN X, Y & Z
METHODOLOGY
Trendera surveyed 1019 nationally-representative Statements On Online Video Apps They Open First Thing In The Morning consumers in May 2019. Apps They Open To Kill A Few Minutes Apps They Open When They Are Relaxing The survey was distributed online and via mobile phone. Apps They Open When They Are Going To Bed The respondent breakdown was as follows: Apps They Open To See What Their Friends Are Doing Apps They Open To See What’s Happening In The World Apps They Open To Watch Something Apps They Open To Read Something Apps They Open To Browse For Nothing In Particular Their Gaming Behaviors Their Favorite Games On A Console Their Favorite Games On A PC Their Favorite Games On Their Phone What’s Becoming More Influential In Purchasing What’s Becoming Less Influential In Purchasing How They Feel About Social Media Ads 8-54 YEARS OLD Statements About Brands The Role Of Brands children and parents of What They Expect From Brands 162 KIDS (8-12)* children 8-12, due to legal restrictions Marketing They Respond To Statements On Brands And Social Issues Statements On Facebook 347 GEN Z (13-24) Statements On Instagram Statements On Snapchat 255 MILLENNIALS (25-39) Statements On YouTube Statements On Twitter Statements On Twitch 255 GEN X (40-54) What Makes Them Prefer Certain Brands What Would Make Them Share Branded Content Male/female split for each generation Statements On Shopping Trendera Statements On Brands And Privacy What Makes Them More Interested In A Brand Statements On Branded Content Would You Rather
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